This content created in partnership with Miller Brewery Tour.
As Milwaukeeans, we have a short-list of regional experiences we must have during our lifetime – and one of them is going on the Miller tour at least once.
The tour is not only a rite-of-passage for locals, but also a magnetic attraction for thousands of visitors every year while they visit the one and only Brew City. It's a mix of local history, camaraderie, yeasty aromas and, yes, plenty of sampling.
Tours depart from the Miller Visitor Center, 4251 W. State St., every 30 minutes between 10 a.m. and 3:30 p.m. during days of operation. Tour times can vary so visit the Facebook page or call (414) 931-BEER for an updated daily tour schedule. Reservations aren't necessary – and there's a free parking lot to the west of the building.
A few OnMilwaukee staff members went on the tour last Friday and easily came up with five reasons why it was an interesting, thirst-quenching and fun way to spend the afternoon.
1. Beer is served during the tour
In the past, "Miller Time" took place only at the end of the tour, but since the "new tour" format rolled out last fall, beers are served at the beginning, middle and end of the tour (with a valid ID). Tour-goers also get a free Miller beer chip to use at one of 10 bars after the tour. This is much appreciated because, as well all know, touring is thirsty work.
2. The Caves!
The chance to walk into the underground Miller Caves was one of the high points of our tour experience. Originally, the caves were built to serve the very important purpose of fermenting and storing the beer before there was refrigeration. Today, they serve as a portal to the past as well as a unique venue for concerts and dinners.
3. Gets you moving – and not your arm bending to bring beer to your mouth
There is a total of about six blocks of walking during the hour-and-20-minute tour and a few flights of stairs (which are optional). Choosing a nice-weather day makes it a treat to take an outdoor trek and enjoy fresh air between buildings. And between beer samples.
4. Interesting tidbits of info
The tour guides are fonts of Miller fun facts. We enjoyed hearing snippets like the machines can package a case and a half of beer every second and that 40 percent (!) of all the beer cased in the factory goes directly to the city of Chicago. Enjoying our suds, Chi-Town?
5. The tour only costs $5
The tour includes 90 minutes of entertainment, four beers, a souvenir glass and a free drink chip to use at a participating bar. It's a mere $5 for Wisconsin residents, $10 for non-residents and free for designated drivers, people under 21 and anyone who chooses not to drink. That's a lot of brew for your five bucks.
Molly Snyder started writing and publishing her work at the age 10, when her community newspaper printed her poem, "The Unicorn.” Since then, she's expanded beyond the subject of mythical creatures and written in many different mediums but, nearest and dearest to her heart, thousands of articles for OnMilwaukee.
Molly is a regular contributor to FOX6 News and numerous radio stations as well as the co-host of "Dandelions: A Podcast For Women.” She's received five Milwaukee Press Club Awards, served as the Pfister Narrator and is the Wisconsin State Fair’s Celebrity Cream Puff Eating Champion of 2019.